The goal of this document is to explain how DataAccess works with the Data Layer.


First let's start by explaining what DataAccess does. DataAccess can store all the event data and the audience data collected by Tealium iQ Tag Manager and AudienceStream. 

The Data Layer 

The Data Layer normalizes all your data from your website, mobile apps, internet of thing (IoT), 1000+ different vendors, and even offline sources. 


The normalized data, depending on how you setup Tealium's products, can go either back to the vendor of your choosing or into DataAccess, or both. Please see an example below:

Vendor Tag Variable in Vendor Tag Tealium Variable in The Data Layer Value (or First Name)
Google Analytics Tag  firstName first_name Kathleen
MailChimp Tag  fname
Hybris Tag  FirstName
Mobile App Tag  fn


So if someone abandons a Hybris cart, sending that individual an email through MailChimp is a simple task if you have AudienceStream setup to handle cart abandonment. Extraction, Tranformation, Load (ETL) and normalization of the data are nearly elimnated from the start.